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Future Company

Your brand promise is much more than what you consistently deliver to your customers. It is a strategic tool that helps determine the future direction of your company.

A brand promise is a strategic tool that communicates to customers what to expect when interacting with your product or services. In this post, we are going to look at how Amazon’s brand promise has become a strategic tool as they pursue new growth goals for their brand.

Amazon’s brand promise is to deliver the broadest selection of products and services at the lowest prices with minimal hassle. Over and over again, Amazon relentlessly reinforces that promise through the experiences of its hundreds of millions of customers who buy over 3.5 billion items each year.

Brand Promise Reinforces Company Direction

Amazon just recently announced that the brand will expand into ocean freight, marking the online retail giant’s latest effort to build out its delivery business. According to the Wall Street Journal, Amazon doesn’t own or operate ships, but is openly acting as a global freight forwarder and third-party logistics provider, categories of companies that book space on ocean vessels and truck goods between ports and warehouses.

In January 2017, Amazon began posting rates for new services such as sorting, labeling, and tracking shipments. These services are typically handled by traditional global freight companies. Going back to Amazon’s promise, the brand is seeking every way possible to deliver a broad selection of products and services to their customers with the least amount of hassle.

By expanding into ocean freight and leasing cargo planes and trucks, Amazon is laying the groundwork for its future plans to one day haul and deliver packages and cargo for others as well as itself. Amazon’s promise to its customers is guiding the strategy forward.

Moving Forward, Full Steam Ahead

Love them or not, Amazon is has a clear vision, promise, mission, and values that they live by. The brand is relentless in their pursuit to offer the broadest selection of products and services and deliver them to their customers with the least hassle. That promise has driven their brand loyalty and trust to the highest levels among online retailers and has provided strategic direction for the brand itself.

People trust Amazon. They know that when they make a purchase on Amazon, they will receive their order on time or before the estimated delivery date. That consistent delivery on the promise that they have upheld is what fuels Amazon’s brand trust and loayal customers.

Best Practices for a Meaningful Brand Promise

A brand promise should be simple, realistic, indicative, and actionable

No more than 10 words – choose words carefully and that have meaning across your brand

Make the promise measurable – tie the promise back to an objective that can be measured. This can then become as a litmus test to confirm, validate, and question the brand’s performance

What’s Your Take?

Do you agree that Amazon is continuing to expand based on their brand promise? How will Amazon improving their logistics and supply chain improve your experience and interaction with the brand? I’d love to hear your thoughts. Connect with me on Twitter or leave a comment below.